Over 175 pieces of media coverage with an ROI of 52,787%

77 Diamonds · Case Study

client

Then

Based in London’s Mayfair, 77 Diamonds is a new breed of jeweller specialising in engagement rings and diamond jewellery. The brand tasked Jaywing PR to devise and implement a PR campaign to generate widespread awareness of the 77 Diamonds brand and generate exposure for Diamonds in the Sky - a virtual online universe created by Epiphany as part of its SEO strategy.

Goals

Raise awareness of Epiphany’s creative content

Create a buzz and personality around the brand

Increase the number of social media fans, followers and shares

Put 77 Diamonds firmly on the map

We tasked Jaywing PR with raising brand awareness outside of the jewellery sector, where we were already known. We wanted a campaign that would make us stand out from the crowd and this certainly achieved that. We loved the idea right from the start, when it was first proposed, but we could never predict the overwhelming success. Not only did they prove themselves to be exceptionally creative, but pragmatic and astute in their approach as the campaign unfolded and evolved.

Tobias Kormind - Founder77 Diamonds

Now

After reviewing a number of options, we devised the idea of a world first – sending a diamond worth £12,000 into space on the understanding that whoever finds it gets to keep it!

We managed the diamond’s big lift-off under great secrecy before adding that necessary PR sparkle to ensure the world’s media would not miss a second as the drama unfolded.

The campaign achieved over 175 pieces of media coverage and reached over 260 million consumers.

Coverage equated to an equivalent advertising value of over £1.5million – delivering a staggering ROI of 52,787%. The brand also saw an increase in Twitter traffic of 370%, a 446% increase in organic traffic to the Diamonds in the Sky creative, 1,473 new social followers and over 40,000 social shares.